This sound is associated with cricket, where a no ball is called when a delivery breaks the laws of the game, such as overstepping the crease. Short no ball clips spread online because they are instantly understood by cricket fans and easy to reuse in highlight edits, reaction posts and sports memes. Creators also use the call outside cricket as a quick way to mark something as invalid, unfair or badly timed. Its staying power comes from that clear meaning and fast comedic timing.